Instituto Ayrton Senna: In the heart of Brazil11

Senna is more than a Formula 1 racer; for Brazilians, he is a hero, an icon of overcoming hardship, stubbornness and good character. Sadly to say, he died young, in a race in 1994. But his legacy lives on. Part of this is thanks to the Senna family who opened an NGO called "Instituto Ayrton Senna"; their mission is to help in the education of Brazilian children and keep the image of Ayrton Senna alive.

For the 2016 Olympic Games in Rio de Janeiro, the "Instituto Ayrton Senna", together with JWT and us (Le Cube), have prepared a beautiful message from Senna to all the Brazilian olympic athletes, pointing out the importance of winning at home. Ayrton Senna lost eight times before winning the Brazilian GP, and when he did, it was with a lot of effort. Still he faced it unflinchingly.